Company/Partner: Intel Corporation partnering with MGM Television and Turner Broadcasting
Role: Creative marketing lead for “America’s Greatest Makers,” a branded entertainment reality television show.
background
As the PC market cooled down with the rise of mobile, Intel found the awareness and strength of its brand slipping, especially within the millennial market. In a bid to revitalize the brand and reclaim its place as one of the world’s leading technology innovators, Intel created “America’s Greatest Makers” (AGM). AGM sought to capitalize on the burgeoning maker movement and connect Intel technology with the amazing experiences it can power. However, first Intel needed to build credibility within the maker community and engage a general consumer audience without alienating either groups leading up to the premiere and continuing throughout and after the show’s run.
“Within two weeks of joining my team ... Mel was already up to speed on a very complex program and independently managing projects.”
tactics
· Developed and optimized over 350 unique content items for a 360-degree platform designed to amplify the TV production and create a destination for makers’ content. The content aimed to engage and inspire all levels of makers and entertain the general consumer audience.
· Partnered with outside media teams to create tune-in marketing promotional materials — including Turner’s inaugural native advertising pods, banners, emails, social posts, keynote materials, and integrations with popular entertainment vehicles including Conan, Impractical Jokers, Bleacher Report, and HLN.
· Aligned creative, social, digital and production teams through overseeing all portions of the project, identifying roadblocks and opportunities for efficiencies and remaining in constant communication with all partners and stakeholders.
results
· Marked increase (7-16%) in Intel brand attributes including Intel being seen as more innovative than other brands, as a leader in breakthrough technology and as a company associated with technology beyond the PC market.
· Over 4 million sessions and 1.6 billion impressions across
all channels.
· Digital videos’ completion rate (59%) exceeded company benchmark (39%).